TikTok has seen a huge spike in popularity over the last few years. Once viewed as an app for Gen Zers, it’s now taken the social media world by storm with all generations — especially when people turned to TikTok during the COVID-19 pandemic.

Because of its growth, TikTok has become a subject of interest for businesses and marketers alike. Many small businesses utilize the platform to either launch or grow their brand recognition.

No matter your industry, there’s a good chance you can do the same. Whether you’re a small local business or an online startup trying to grow your target audience, you can experience exponential growth by using TikTok the right way — and having fun while you’re at it.

Let’s take a closer look at how you can leverage TikTok to build brand awareness, some businesses that have really made it work, and why it’s okay to let your creativity come through on this particular platform.

How To Use TikTok for Your Business

To utilize TikTok for your small business, you first have to understand how the platform works. Thankfully, one of the reasons why it’s so popular is that it’s fairly easy to use. If you’re already on other social media platforms, you likely already know the importance of audience engagement. Social media is a fantastic way to foster relationships with your customers. Nowadays, consumers value those relationships and the “human” qualities of businesses far more than traditional advertising. Some of the benefits of reaching customers via social media include:

  • Real-time communication;
  • Cost-effective advertising;
  • Connecting with niche influencers;
  • Creating brand ambassadors;
  • Ensuring above-average customer service.

When it comes to capitalizing on those benefits through TikTok, your main goal should be to foster as much user-generated content as possible. Thankfully, that’s the entire basis of the platform, so it’s easier to accomplish than you might think.

From a marketing standpoint, you have to embrace short-form videos as a way to get a clear message across to your audience. As of now, TikTok allows content creators to publish videos that are up to 10 minutes long. However, on average, successful TikTok videos range in length anywhere from 21 to 34 seconds. While that might not seem like much time to build a brand and form relationships, that’s where creativity comes into play.

We’ll cover a few tips that can make building your brand on TikTok easier later. First, let’s take a look at a few small businesses that have gotten it right and how you can use them as inspiration.

Small Businesses That Have Found Success

If you’re already worried that getting started on TikTok will be overwhelming, it can help to look at other small businesses that have made it work.

You can go the old-fashioned route and try to come up with a viral TikTok idea. Or, you can try to come up with something completely unique and inventive, and you might be surprised by how much traction it gets. That’s what happened to the beverage company Nectar in 2020. They posted their phone number on a video, asking consumers to text them to show interest. That video ended up going viral with hundreds of thousands of views, and the company received hundreds of text messages from viewers. Today, Nectar’s products are in over 100 stores.

Another company, Nice Shirt. Thanks!, really found success by capitalizing on what TikTok does best — allowing users to control the narrative. The company creates custom t-shirts by allowing customers to describe exactly what they want without having to provide visuals. The business interprets the design description, creates a shirt, and sends it out.

The great thing about that idea is that when people receive their custom shirts, they’re quick to upload them to their own social media sites, becoming digital word-of-mouth advertisers and brand ambassadors. They’re marketing for the business, and Nice Shirt. Thanks! doesn’t have to do any extra work to get more publicity.

Best Practices for Building Your Brand on TikTok

Speaking of word-of-mouth advertising, we touched briefly on the importance of user-generated content on TikTok. While traditional advertising methods are still relevant, you’ll get the most traction if you can get other users to share your videos, participate in challenges, and engage with your business on a regular basis.

First, you need to gain a following. Being consistent with your content and showing who you are as a business is a great way to build a solid base of followers. You never know when one of your videos might strike the right chord with the TikTok algorithm and end up going viral. However, if you’re trying to boost your viewership quickly, keep some of the following tips in mind:

  • Create content for your target audience;
  • Produce high-quality videos;
  • Follow trends — including different sounds, songs, and challenges;
  • Use trending hashtags;
  • Duet and stitch with other creators;
  • Start your own challenges.

The most important thing you can do on TikTok is to have fun. Viewers will always be able to tell which companies are using the app to sell a product and which ones truly want to build relationships with their audience. If you’re having fun and letting your creativity come through, you’re more likely to build a loyal fanbase rather than a string of one-time customers.

Even if you’re already on other social media platforms, you can maximize your digital presence by putting effort into your TikTok account. It’s a great opportunity to have fun, show your audience what your business is really about, and create brand ambassadors all over the world.

Beau Peters is a freelance writer from the Pacific Northwest with a passion for purpose-driven business content.